“Crazy, crazy, these people are crazy. South By Southwest is crazy. A crazy, crazy conference made crazy, by crazy people.” That line still sticks because of the eight crazies. It was yelled across the room by an important sports agent, an uptight, uptight, uptight woman. A tight-lipped, tiger-tongued diva with black, square rimmed glasses.
She was reacting to the carnival of attractions courtesy of all the clever advertising agencies with their clever ideas and clever means of displaying them. Nothing was left unbranded, nothing untouched, nothing sacred.
For her, South By SouthWest (SXSW) is the physical manifestation of everything we dislike online. Intrusive banner ads, unwanted content spam and too often finding the wrong information from the wrong people in the wrong venue.
While I disagreed with her SXSW musings (it’s part of the charm), we did find common ground on how marketers are marketing online. It needs to change.
This was the first year for the Sports Marketing track at SXSW (called SXsports) and so I managed to quickly deduce that it was her first year at the event. Home base for the track was laid out in a small, thirty by twenty foot room in a shadowy corner of the Driskill Hotel. The room was small, but the ideas were big. She was there to learn about the new changes afoot in her industry, so I told her what I knew.
This is what I shared with her:.. Read the article